By Jared Millan
And the nomination goes to… Everyday Roastery!By Sophie Connolly & James Moorton
Last week we received the exciting news that our Everyday Roastery brand has been named a finalist by The Drum Awards for Marketing in the Design category. The award winner will be announced on 17 June. To find out more about the category and who we’re up against check out the Drum Awards here.
We’re extremely proud of the team behind Everyday Roastery who worked extremely hard to create a global coffee brand, so we thought this week we would share with you just what it took to bring this concept to life.
Concept to Coffee brand
Coffee is one of the fastest rising products in the delivery market. In the UAE, one of the world’s most mature delivery markets, searches for coffee increased by over 30% between May 2019 and May 2020, in particular among the 25-34 age bracket.
As Delivery Hero extends its service to reach wider audiences with more delivery solutions, this insight provided an opportunity to tackle creating our own coffee brand to deliver our customers their favourite beverages.
Welcome Everyday Roastery; our global brand for coffee delivery, ready for adaptation for any of our brands around the world. Everyday Roastery delivers freshly roasted coffee right to the customer’s door, fast; a service unrivalled by our top competitors.
An Everyday Roastery playbook was developed to harness an iconic design that was recognisable and bold, yet also has a meaningful positive effect. The staple of the brand design are the seven iconic patterns: one for every day of the week.
Through focus groups and research, we understood that there are many ways ‘to coffee’: a Tuesday morning coffee is a different experience to a Saturday afternoon coffee, but Everyday Roastery is there for each occasion.
The brand image was critical in fulfilling our ambition to embody self-expression. Our playbook therefore showcases the look from shop faces to tote bags, social feeds to influencer membership cards. We knew how Everyday Roastery would look across every touchpoint from the offset.
Launching a brand from scratch held new challenges. We needed to identify how we say ‘Hello’ with clarity, and how to stand out from known and established brands. Through workshops we developed the launch campaign: Everyday moods.
Using our seven patterns as fuel, we went on to identify seven moods to guide our launch campaign: focus, energy, treat, habit, comfort, share, break. A mood for every coffee.
We identified a tagline that embodies our USPs: Everyday. For you.
Our tagline is flexible and can be adapted to suit moods, seasons and new campaigns perfectly.
So far, Everyday Roastery has been launched in 11 countries across 4 continents with over 50 stores and a target to open over 150 more this year. Everyday Roastery was developed to look good, to taste good and to deliver fast – and the results so far show the brand not only looks the part, but carries some serious strength with over 200,000 coffee experiences delivered to date.
This is a brand built with a purpose: to suit a wealth of coffee habits and lifestyles. Our design is iconic, but our key USPs are our lifeblood.